From likes to votes: a cross-border analysis of Facebook campaigning in Albania and Kosovo’s 2021 elections

Dren Gërguri; Jonila Godole; Muhamet Jahiri

doi:10.12804/revistas.urosario.edu.co/disertaciones/a.14790

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De curtidas a votos: uma análise transfronteiriça das campanhas do Facebook nas eleições de 2021 na Albânia e no Kosovo

DOI: https://doi.org/10.12804/revistas.urosario.edu.co/disertaciones/a.14790

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Publicado: jul 1, 2025

Edição: v. 18 n. 2 (2025): Desinformação e comunicação política: conexões e fricções num ambiente em mudança

Seção Avanços (Miscellanea)

Palavras-chave: Covid-19 eleições Facebook propriedade da questão campanha online engajamento do eleitor

Autores

Dren Gërguri
University of Prishtina, Kosovo

Jonila Godole
University of Tirana, Albania

Muhamet Jahiri
University of Prishtina, Kosovo

Resumo

Este estudo explora a campanha política online durante as eleições nacionais de 2021 na Albânia e Kosovo, enfatizando o papel do Facebook como uma plataforma de campanha primária em meio à pandemia da Covid-19. Enraizada no conceito de propriedade da questão dentro da comunicação política no contexto dos Balcãs Ocidentais, a pesquisa explora os principais temas e táticas usadas pelos partidos políticos para garantir os votos do eleitorado. Empregando a codificação manual do DigiWorld de 2056 postagens do Facebook ao longo de quatro semanas, nossas descobertas destacam disparidades significativas nos níveis de engajamento em questões-chave como saúde e economia, destacando a interação diferenciada entre a propriedade da questão digital e o engajamento do eleitor. A pesquisa de análise de conteúdo revelou um padrão surpreendente: os partidos do governo mostraram níveis mais altos de engajamento em discussões relacionadas à Covid-19, ao contrário de nossas expectativas. No entanto, os partidos da oposição lideraram as interações para todos os tópicos. Notavelmente, postagens sobre economia, questões rurais, emprego e infraestrutura provocaram um engajamento público mais forte, enfatizando sua importância no cenário político digital.

Como Citar

Gërguri, D., Godole, J., & Jahiri, M. (2025). De curtidas a votos: uma análise transfronteiriça das campanhas do Facebook nas eleições de 2021 na Albânia e no Kosovo. Anuario Electrónico De Estudios En Comunicación Social "Disertaciones", 18(2). https://doi.org/10.12804/revistas.urosario.edu.co/disertaciones/a.14790

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